The Musings Of An Opinionated Sod [Help Me Grow!]


Speed Is Status …

Just before Christmas, an engineer put out a Youtube video of his brilliant payback on people who stole Amazon packages from his doorstep.

It’s funny, evil-genius and a celebration of the creativity in engineering.

Anyway, I woke up about 7 hours after he had put it out and said how this was now a creative goal for me at R/GA.

Unsurprisingly I got a lot of positive comments on the film, but there were more than a few that talked about how they loved it when they had seen it earlier.

While it might seen an innocuous comment, saying ‘they’d seen it earlier’ feels like an attempt to suggest they are ‘better’ than me … more in tune than me … more connected than me.

Now the reality is they probably are better than me on all those things, but given the video came out only a few hours after I woke up, it’s not like I am years out-the-loop, despite what this blog may suggest.

I find it interesting because whereas once status was measured in terms of how much money someone had … now it seems to be about how fast we know or have seen things. It’s probably always been that way given I remember how we used to talk about bands in terms of how long we had liked them before they had got popular, but watching people try to elevate their status [in a way that lowers someone else’s] based on seeing a Youtube video 2 hours before someone else feels like social currency is now more valuable to people than actual currency.

Mind you, given the impending disaster that is BREXIT, that is probably the only way we will be able to pay for our groceries soon.

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Don’t Blame The Insight, Blame The Person Claiming It …

So a few weeks ago, the very lovely Neil – of Only Dead Fish fame – invited me to talk at Google Firestarters on insights.

This is a subject I’ve written and talked about for years, so it was right up my alley … and yet, despite that, I ended up writing a presentation where the underlying insight appears to be, ‘don’t ask Rob to write presentations on insights’.

For reasons I’m unsure of [though I think ‘fill this blog with something before the end of the year’] I thought it might be good to put it up here for others to look at/abuse. However, as it’s my usual ‘picture, no words’ presentation style, it probably will make little sense … but if it’s any consolation, that’s how the people who heard me give it, thought too.

If you want the general theme of the deck, it’s insights are important because culture is important … and if you know how the culture around categories think, act, operate and interact, then you have information that not only lets you create work that feels born from inside the culture, but can open doors to new possibilities.

Oh, and the bit about the Titanic is that I’m amazed this discussion is still going on because we all know insights matter, it’s where we’re getting them from and how we’re using them that is key. And yet – as an industry – we like to debate the things that we know matter and ignore the fact the majority of the work that’s being put out is an exercise in how to bore the fuck out of everyone with insanely and inanely rational communication.

And yes, I blame clients as much as planners and agencies for this.

It’s like they have forgotten that no one cares about what they care about and the job is to make them give a damn – and the most powerful way to do that is to use creativity in wonderfully mad and chaotic ways because [as Mr Weigel says, both in public and in my presentation] you can be as relevant as hell and still be boring as fuck.

The Henry Ford slag off is simply that he is well known for saying that if he’d asked people what they wanted they’d say a faster horse and my point is, if someone said that, any half decent planner should be able to workout they’re trying to say they want to get from point A to point B quicker than they currently are able.

And if that isn’t an amazing brief, then I don’t know what is.

Anyway, if you want to see the deck, including one of my favorite ever slides – the pic at the top of this post – click here: Firestarters

Enjoy … if that is the right word. Ahem.



If You Need To Make Your Monday More Depressing …
November 26, 2018, 12:15 pm
Filed under: Attitude & Aptitude, Comment, Creativity, Innovation

If you thought bottled water was expensive, try bottled water with an over engineered ring pull.

Look, I get they’re doing their bit for the environment.

And I do appreciate that having a ring pull that reseals means you might keep your drink for longer rather than throwing it away because the bubbles have gone flat.

Seriously, it’s all so over-the-top though I must admit to enjoying watching people trying to work out how to open it when they first get one because – like I did – they want to act all nonchalant but inside, they’re conscious that if they don’t find a way to take a sip soon, they’ve just been publicly humiliated by a can.

Which is even more refreshing than the water.

But I tell you what is even more refreshing than that …

As you read this, I’m in NYC so there’s no more blog posts till Thursday.

THURSDAY!!!

Consider this my Christmas gift from me to you … something I know you will like and not take back to the shop to ask for a refund. Which is a good thing, because the value of this blog is – as you well know – £0.01.

Enjoy the peace, see you Thursday.



You Can’t Change The Future If You Judge Them By The Old Rules …

So a few weeks ago I went to the premiere of the Queen movie, Bohemian Rhapsody.

But it was more than that … I went with my best mate Paul and was surrounded by 6000 Queen fans, the band and the actors from the film.

It turned a movie into a wonderful celebration of an amazing band.

To be honest, while Rami Malek is amazing as Freddie – as is Gwilym Lee as Brian May – the atmosphere from the audience was better than the movie.

To be honest, it was always going to be that way, but as a piece of my personal history – including the re-enactment of so many concerts where I was actually there – it was an amazing thing to be a part of.

Of course this movie is not going to change the opinion of anyone who wasn’t a Queen fan already. And even for them, it’s not going to tell them anything you didn’t already know … but what the movie has done is get the media to conversations with people who were part of the Queen history that previously, had rarely said much about it.

One of them is fashion designer Zandra Rhodes.

She was the person behind the look that – in many ways – defined Freddie and the story she tells in the interview is wonderful, especially the bit where she describes him as a ‘hidden revolutionary’.

Of course she is referring to him in this way because back then, Queen was just starting out, because the idea of Freddie Mercury ever being hidden is quite amusing.

But that is the thing we often forget … that new is always going to be uncomfortable and yet we judge those with new ideas by the standards of the established. Literally trying to kill new thinking before it has a chance to even catch light.

And that’s why we all need to be more open to the unknown and the unexpected.

See where it could take us before we tell it where we want to take them.

Because when we hear people or companies say they want to be like NIKE, APPLE, Freddie Mercury or countless others we forget that to get there took time, patience and letting go … of the old rules, the old expectations and the old answers.



Strange Combinations …

Maybe it’s because I only have one working eye.

Maybe it’s because I’m an complete and utter idiot.

Maybe it’s because they’re both basically in black and white.

But when I saw the above ad at a local tube station, I thought it was all for the same product and couldn’t work out why the fonts were all different.

On the plus side, it made me take a closer look which means it’s immediately more effective than most of the ads I see underground.

As I said recently, tube ads are terrible.

Boring and rational as hell … with some occasional loose ‘riding the tube’ reference.

Boring while pretending to be wild and wacky … with some occasional loose ‘riding the tube’ reference.

Boring because they think they can get away with writing the longest, long copy ads in history, regardless that they make it feel like watching paint dry.

For such a captive audience, you’d think agencies and brands could find a way to enhance the passengers journey rather than letting their ego get the better of them and make them think they’re sitting their patiently waiting to read about another app launch that does exactly the same as the other 10 apps rationally explaining their role with some ‘crazy’ visual attached. Seriously, when the only reason I notice an ad is because I thought a whisky brand had made a milk product, you know it’s time we look at what ‘engagement’ means in our industry.



Transformer Tech …

When we moved to the US, we bought a new television.

We hadn’t had a new one for 9 years so when we got a ‘smart TV’, it was a revelation.

Sadly, when we were moving to the UK, we had to get rid of it because it wouldn’t work with the UK power grid.

Anyway, we went out and bought the new version of it – and while it is 65″ of OLED, 4K brilliance – the bit I love the most is that it has a feature that disguises itself as a painting.

I know it’s not the first television to do this, but it’s the first one I’ve had that does – and given it’s amazing picture quality – it’s ability to really give the impression it’s art, not tech is amazing.

It also reminds me of the brilliant work the brilliant Red Associates in NYC did for Samsung years ago.

Years ago, Samsung approached them for help on how to sell more televisions.

Rather than respond with solutions relating to branding or distribution, they came back with a more human focused response.

What they had discovered was that men love to show off their tech.

When they buy it – especially if it is for the home – they want to show it off … make it a focus of their World.

But women are different.

They don’t like things that change the focus and flow of the home.

They love technology but don’t want it to overshadow the people and the interactions that go on between the 4 walls. In essence, they want the technology to enhance the family dynamic, not overshadow it.

And so Red Associates told Samsung that they should be looking at changing the frames the TV’s were held in.

Less black and more shades that suit the colour palette of home decor.

Sure the screen would remain dark, but by changing the frame, it would blend in more with the home than stand out.

And you know what … it worked.

Samsung saw a dramatic increase in brand affinity with women.

Which meant when a family wanted to buy a new TV, Samsung increased their odds of being the one chosen because it understood that purchase decisions were based on more than just the tech, but the way it works when it’s off.



Happy At Home …

So it’s 2 months since we’ve been back in England and I have to say it’s been great.

Sure, the weather isn’t like LA.

Sure, finding a home and unpacking was a pain-in-the arse.

Sure, catching the tube is not like driving my beloved Audi to work.

Sure, I’m shocked at how bad the service is in restaurants and how many people smoke.

But all that aside, things are great.

There’s a bunch of reasons for that …

The first is my family are all together and well. Even Rosie, the moaning cat.

Seeing how brilliant Otis has adapted to his new environment [again] is inspiring, even though it has highlighted how much of an American twang he picked up in our time in the US.

To move home is a traumatic experience for anyone.

To move countries is often too much for people to even contemplate.

So to have moved home and country, 3 times when you’re only 3 years of age – and still be happy, positive and curious – is an incredible achievement and one that makes me even prouder of my wonderful little boy.

That said, we’re very mindful he is still trying to find where he belongs … find other kids he can form a connection with … so our job in these early months is to help him feel as settled and secure as we can, but so far, he’s handling it far better than we could ever hope, even though he did exactly the same when we landed in LA after Shanghai.

What a kid.

Another reason we’re enjoying things in England is that there’s an incredible familiarity to how things work.

Sure I’ve not lived here for 24 years and Jill is Australian … but we both have spent a huge amount of time here over the years so there’s a comfort in knowing how to make things happen. It’s allowed us to acclimatise to the new environment far quicker than we have in other nations while still feeling the buzz of excitement of being somewhere new.

Sure, there’s nervousness about some things we’ve never/rarely had to deal with before.

The school system and how insane that is here.

The inability to be confident a tradesman will turn up as promised.

The high price of public transport [which is still low, but comparatively high to say, China]

But all that is offset with the incredible culture that surrounds us, the friendliness of the people we’ve met and just being in a place where we can see ourselves for a good length of time.

Oh, and chips, mushy peas and gravy.

God, that’s magic right there.

But one other thing that has made things so great is work.

I’m really enjoying myself.

I have an incredible team full of smarts and opinions.

I have a huge array of colleagues full of creativity and provocation.

I have a bunch of clients full of fascinating challenges and ambitions.

I’m learning.

I’m being challenged.

I’m [hopefully] contributing.

There were a bunch of reasons why we moved countries – both personal and professional – and while no place will ever be perfect, I’m pretty shocked at how much I am enjoying being back in England given I never thought I’d ever move back.

I still wish I could nip up to Nottingham to see Mum and Dad.

I still wish Paul and Shelly lived down the street not 2 hours away.

But as much as I’ll always be a cynical bastard, I’m pretty happy right now and I’m sure that is as shocking to you as it is to me.

So on this bombshell of positivity, I wish you a good weekend and let you know that the APSOTW results will finally be out next week.

Ta-ra.